HubSpot offers many different tools. People usually pay attention to the bigger things like automated drip campaigns, email marketing, lead scoring, reporting and social media tracking. But one of the most overlooked tools is the Website Tracking Code. Website tracking through HubSpot can provide you with details such as the pages they visited, the links they clicked on (if any), and the length of their session. It’s not so much about the data that is gathered, but rather how it is used.

Here are the different ways you can use website tracking data to your advantage:

Catered Messaging

HubSpot tracking allows you to see the pages someone visited on your website and all the different ways they browsed your website. This is an opportunity to cater your marketing and sales emails. If they browsed through several different pages, but stayed on one longer than the others, cater the opening email towards the content on that page. This is better than providing them with a generic elevator pitch because you are providing useful content that is relevant to them. You can take advantage of this by using Personalized Tokens within HubSpot

Targeting at the Right Time

Everyone has faced this type of response at some point:

“Thank for reaching out. Unfortunately, now is not the best time for us to be thinking about this product.”

HubSpot tracking can prevent just that or remedy it. For example, you notice that a visitor browses your offerings briefly, but is more interested in learning about your organization. That may not be the best time to send them a sales pitch, but it lets you know where they are in the buyer’s journey. You can cater emails or information towards the research stage.

In another scenario, the same visitor comes back a month or two later and spends more time on your product pages. This is the time to reach out and give information about specific product offerings. It ties together with catered messaging, but it comes down to timing.

Warmer Sales Conversations

It’s been proven that a cold, generic fill-in the blank sales email will be more likely to get ignored. The data from HubSpot tracking can provide sales the foundation to have a much more open and warm conversation. A sales rep can mention in an email the different ways a lead’s pain point can be solved and provide resources like blogs or fact sheets. They can also provide resources for how a specific product can benefit their business and needs.

Taking advantage of tracking data can provide a better experience for a potential lead because you are giving them relevant information. The trick to this is finding the perfect balance between helpful and creepy. Do not outright tell them “I see that you were looking at [insert specific offering here].” Rather, think about the problems your offerings solve and send them resources that show your product as the solution. By taking advantage of this data, you can have a smoother, more personalized sales cycle.